Why Define Funnels?

Discover entry and exit points in the conversion process For example, you may have a high level of exits on the page where prospects enter their credit card information.

Eliminate bottlenecks You can then look at possible problems with the credit card page.

Is it encrypted for security? Is it clear how to complete the order?

Identify which site paths lead to the most conversions You may learn that many prospects enter the sales funnel after viewing the Features page, and facilitate this by adding a Buy Now button at the bottom of the Features page.

Use your findings to test changes on your siteYou can add a tutorial to your credit card page telling users how to complete the process and answering ordering FAQs.

Funnel Reports

GA provides the following funnel reports to help you analyze performance:

Goal Abandoned Funnels
The number of times a visitor entered a conversion funnel but didn’t complete the goal.

For example, shopping cart abandonment is a problem for many sites – visitors begin the order process but don’t complete it.

You can minimize funnel abandonment by ensuring that each funnel step is easy to complete and clearly explained. Test some options to make your funnels easier to complete and track your results.